Writing newsletters

Newsworthy articles entice readers to read. So, provide content that is useful of interest to them. Focus on what they want to hear rather than on what you want to say.

Newsletters are a great way to stay in touch with previous and potential customers. You can demonstrate your competence and how your business can help them.

Printed newsletters,on-line newsletters and blogs all serve pretty much the same purpose – they keep you and your business ‘top of mind’ with your customers. That’s important because when they have a need or are ready to buy, you want them to think of you.

Try to get in front of your customers at least once per month, although that will depend on your business, your customers and what your competitors are doing. The best way to get your frequency right is to ask your customers – “Are my newsletters bothering you? Would you like to get them more often?” You may also get good ideas on what information your readers would like to receive.

Some content ideas:

New products
Most readers want to keep up to date with what is happening in the industry.

Technical advice
Give away a little bit of your expertise. That show’s people you are knowledgeable and generous – just the sort of person they want to do business with.

Case studiesPeople love to read stories, especially if it is relevant or similar to their situation. Case studies are an opportunity to show how your business soves real life problems.

Human interest storiesBe a bit careful with these, but stories about what’s happening with your staff or your customers (promotions, weddings, etc) can help you develop ‘contact’.

Special deals and time limited opportunitiesGive people a reason to do business with you NOW.